Melewar, T.C.; Vemmervik, Claes - In: Management Decision 42 (2004) 7, pp. 863-881
This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper … identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and … as they want to know what variables determine the position on the standardization continuum in their sector and whether …